Women Lead Data is an investigation into the underrepresentation of female leadership in the data industry. Join me each episode to learn from women leading the data industry. Together we will uncover helpful tips and advice for overcoming barriers to growth and maybe even inspire women who are curious about entrepreneurship in the data industry to take the leap!Spotify: https://open.spotify.com/show/5EKVYSqo8aaDRima3hYibvApple Music: https://podcasts.apple.com/us/podcast/women-lead-data/id1722106021

I designed this course to help data leaders and analytics engineers overcome scaling challenges when using dbt. The third cohort launches August 26th, 2024! If you're interested in joining, use the romo code LINDSAYM10 for 10% off the course.

I organize a monthly meetup group where we host data professionals in the Toronto area for networking and speaker topics surrounding the Modern Data Stack. Join the Meetup here to stay on top of upcoming events: https://www.meetup.com/toronto-modern-data/

As the Head of Data at a Series A company, where I was the first and only data person at the company, I supported many things. Mainly falling into categories of: Data, DevRel/Marketing, and Product Development.Data:• Provided thought leadership and guidance to the entire organization as the voice of the customer, ICP, and personas–helping non-data and technical folks understand our customers and the broader community.• Built out the company's first modern data stack implementing Snowflake, dbt core, Fivetran, Airbyte OSS, and Lightdash OSS (running as cost-effectively as possible for a small company).• Built GTM data models in dbt to support sales and marketing teams in understanding drivers of funnel conversion, win rate, and drop-off.• Created a metrics tree to help drive alignment on the company's operating model and codified it into ametrics layer using Lightdash and dbt Core.DevRel/Marketing:• Helped drive the highest month of leads with MDS Fest Conference (conference ideation,schedule organization, securing speakers, partners, and promoting registration)• Drove brand awareness and organic traffic by authoring technical blog posts, analyses for whitepaper sales assets, designing and leading bi-weekly webinars, and representing Secoda at conferences.• Helped grow brand awareness of Secoda locally in Toronto and across North America with my networking and outreach efforts.Product Development:• Active contributor to product ideation, discovery, and development processes (being the main contributor to the Metadata Monitoring features)• Improved customer product feedback loop by facilitating customer advisory boardmeetings

I led the Data and Analytics function at Maple, a team of full-stack Analytics Engineers, working with a modern data stack (Fivetran · Stitch · Mixpanel · Looker · dbt · GitHub · SQL · Python). The team's goal was to support data-driven decision-making across Maple's business functions (Marketing, Product, Operations, Finance, and Business Development).Highlights of impactful projects: Developed career pathing that was used across the whole company, hosted team hackathons for skill development, developed leadership alignment meetings to ensure maximum value from data across departments, generated measurable reduction in operational cost savings from data team automation, reduced data infrastructure costs, conducted an audit and improved Looker implementation strategy, built the company's first data strategy in partnership with C-Suite team, and developed the company's first active users metric definition and reporting assets.

• Led the Business Intelligence and Analytics practice at BenchSci• Guided a team of analysts and data scientists to deliver actionable insights to BenchSci's Sales, Product, Marketing, Customer Success and Science teams• Helped expedite and expand deals, guiding the delivery of impact assessments, value analyses and strategic insights• Planned, designed, and maintained our tech stack of BI and analytics infrastructure and tools• Supported the democratization of data analysis among internal teams through the creation and maintenance of self-serve BI processes, governance, training, and reportingHighlights of impactful projects: Built the data team function from 0 to 1, then grew the team from 1 to 5. Enabled delivery of sales reporting that closed multimillion-dollar deals, set up the company's first product analytics tools to support product managers with self-serve insights, built board-level reporting dashboards, set up the company's first data warehouse, and automated marketing reporting saving operational cost/hours of resources.

• Built and managed the first dedicated analytics practice at BenchSci• Managed disparate data sources spanning marketing channels, website and product engagement, internal search engine, HubSpot, and Salesforce.• Launched a behavioural analytics tool (Heap) to capture product engagement data that informed product feature launches and experimentation.• Launched BigQuery data warehouse; set up ELT (Stitch) to provide a single source of truth for user acquisition, engagement, and retention data.• Build core models, transformations, and dashboard to enable self-service analytics to various internal teams with access to KPI reporting and exploratory data analysis.• Created a measurement planning process and documentation; providing templates for campaign and website tagging to train and support various internal teams to own and maintain their performance measurement.• Worked closely with Marketing, Product, Sales and Science teams to uncover opportunities for data-driven decision-making to develop our analytics roadmap.

• Foundational member of newly established Digital Marketing team, responsible for developing multi-channel marketing analytics capability to support the Digital Transformation of GSK’s Commercial model (leading locally and contributing globally).• Lead campaign measurement planning process and provide strategic consultation to marketing teams on campaign design, determining appropriate KPIs to measure campaign success based on business objectives.• Responsible for analytics implementation/QA, data sourcing/cleaning, report automation (SQL and QlikSense), insight generation, presenting results to VP Level and Senior Leadership (ad-hoc or custom reports, Quarterly Performance Reviews)

• Developed custom campaign measurement plans and reporting for various client programs (RBC, Microsoft, XBox) consulting on strategic integration of advertising channels based on user journeys and audience insights, laddering up to measurable business impact (test & control sales lift analysis to measure offline conversions)• Designed and delivered custom reports for senior level clients, generating insights on campaign performance, making optimizations and providing recommendations on future advertising spend.• Managed team production of ongoing projects, reporting schedule, financial pipeline documents, ensuring quality and profitability of team outputs, including training and guidance of direct report analyst.• Delivered thought-leadership to clients and internal team members through delivery of lunch and learns and POVs on potential impact of industry trends and developments.

• Drove thought leadership and innovation by providing analytics capabilities across the organization (spanning 6 offices and 5 business units)• Conducted deep dive analyses and developing data-driven insights, mining and analyzing data sources across website, paid media, social media, email, influencer, experiential, digital retail (e-commerce), sales data and market research.• Designed report templates and automated existing cadence reports to drive increased team efficiency and profitability.

• Provided social media analytics expertise for the agency, working across all internal teams and clients to provide insight and training.• Created cadence and campaign measurement plans for several high profile clients including Rogers, Nestle, Air Miles, Dairy Queen, Chrysler, The Home Depot, and Canada Post.• Evaluation and planning of social strategy and campaign executions, implementing key insights to improve future work based on dynamic learning.• Supported the new business team in pitches with in-depth research and strategic insights.• Provided digital thought leadership through education on emerging technologies, identifying important trends and how those could bring opportunities for clients.

• Provided content creation, copywriting, and community management across various social platforms (Facebook, Twitter and Instagram), acted as a driver of audience engagement and impressions while covering and promoting events.Selected Achievements• Drove high fan growth on the new Cabana Pool Bar Instagram account, reaching over 4,000 fans in a single month

Communicated with clients to devise social media performance measurement strategy and goals. Leveraged social media insights, social listening tools, and web analytics to create custom KPIs and draw actionable insights on user behaviour and interest profiles, allowing for highly targeted, cross-platform marketing campaigns. Provided support to internal teams through knowledge of data availability, quality assurance of reports and dashboards, and innovative thinking on external and internal projects.Selected Achievements• Learned SQL to provide local capabilities when the data support team was migrated to the Gurgaon office.• Designed in-depth content analysis for a high-profile integrated client campaign.• Created forecasting and benchmarking models to project client social media business targets.

Provided support to data science measurement team through report ownership and completion, quality assurance of reports and dashboards, and conducting internal research studies. Selected Achievements• Placed on the highest-profile client account within 2 weeks of joining team.• Completed automation of 4 existing reports, saving 30 hours per month.

Developed a new social media marketing strategy to engage with parents and recruit child participants for research studies. Visited various community groups, schools, and health care practitioners, presenting research goals and achievements to the general public. Monitored and maintained a large database of highly sensitive participant demographic records, trained individuals on database protocol, and constantly implemented new strategies to improve efficiency and securitySelected Achievements• Successfully brought in participants through social media recruitment efforts• Taught faculty members the value of social media to reach and communicate with new parents.

Served as the primary investigator on several large research projects, collecting data, recruiting participants, organizing and conducting experimental sessions and in-depth statistical analyses. Lead a team of undergraduate research assistants (up to 8 per academic term), coordinating schedules and training procedures, overseeing management of lab accounting and administration.Selected Achievements• Published in a peer-reviewed scientific journal• Conducted all participant sessions in a large research project• Assisted supervisor with report write-up and presentation of results